Principles of Marketing

Course Description

Designed to teach students the foundational principles of marketing in the digital age, this course uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. Curated OER readings, videos, simulations and other learning activities introduce students to the principles of marketing. Unlike some marketing texts that treat digital marketing as an add-on, these course materials incorporate the use of data, digital communications and digital marketing strategies throughout the course, reflecting modern marketing in practice. 

This course is designed using Lumen’s innovative Waymaker personalization technologies to improve learning. Waymaker courses help students become better lifelong learners using personalized study plans to encourage practice and self-directed learning. Simple-to-use faculty messaging tools save time helping instructors identify and reach struggling students. Research shows Waymaker courses can eliminate the performance gap that often exists for disadvantaged students.

View Course Content
Request More Info
Adopt This Course

Video: Course Walkthrough

  • Complete, customizable OER content to replace expensive textbooks in in-person, online and hybrid courses

  • Engaging simulations and learning activities invite hands-on exploration and practice

  • Interactive self-check questions embedded throughout course

  • Customizable quizzes, assignments, discussion forums, PPTs

  • LMS-integrated course materials with automatic gradebook sync

Course Module List: Principles of Marketing

  • What is Marketing?
  • Marketing Function
  • Segmentation and Targeting
  • Marketing Strategy
  • Ethics and Social Responsibility
  • Marketing Information and Research
  • Consumer Behavior
  • Positioning
  • Branding
  • Product Marketing
  • Pricing Strategies
  • Place: Distribution Channels
  • Promotion: Integrated Marketing Communication (IMC)
  • Marketing Globally
  • Marketing Plan
Request More Info
View Course Content
Adopt This Course